A Marketing plan for the rubber division of MRC Allied Industries, Inc.

Date of Publication

1994

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

MRC Allied Industries Inc. (MAII) is a producer of natural rubber and developer of industrial estates.

The goal of the company's rubber division is to maximize the potential of the rubber industry. To do this, it intends to produce 2000 tons monthly allocating 40% or 800 tons to the local market.

This marketing plan will present strategies on how to effectively sell rubber to the local market. It would cover programs to upgrade the quality of rubber, market the 800 tons production, maximize profitability and eventually increase total rubber market share from 20% to 40%.

In order to attain the goal, the following strategies with respect to product development are recommended: 1) set up buying stations in Ipil and Kabasalan, Zamboanga del Sur, 2) finance farmers' cooperatives in producing the cuplumps and initiate contract farming and 3) employ blending as the method in improving plasticity of rubber. The possibility of recycling rubber would also be studied to see if the project is feasible and merits implementation.

With the increase in production, new markets would be tapped, specifically in the tire, automotive parts and footwear industry. Sales incentives would be given to salespeople who can acquire new clients.

Strategies in advertising and public relations would be undertaken to project the image of the company as the largest, top producer of quality rubber in the Philippines.

A monthly evaluation would be conducted to monitor the progress of implementation of all the proposed programs.

The investment for this marketing plan is estimated at P3.0 million projected to generate sales of P521.2 million and a net profit of P16.8 million.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09817

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

44 leaves

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